December 17th, 2015 by Elma Jane
Mobile Payments – It is bound to see more actions with tech giants Apple, Google and Samsung in mobile payment trends. We will also see new technologies like smartwatches, bracelets and rings that will give us the ability to provide payment options.
NFC – Near Field Communication, another familiar face among the payment trends. NFC, however, goes way beyond making payments using smartphones. These speed up POS payment processing quickly and easily without requiring a PIN or signature. While there are other POS payment methods, such as QR codes, NFC will come out on top. Merchants should ensure they have an overview of the current Point-of-Sale options and should, if needed, upgrade to the latest technology.
Security: Tokenization and biometric authentication will have a strong influence on the payment industry.
Tokenization – when applied to data security, is an extremely interesting method of securing credit card data. As the credit card numbers are substituted by tokens that has no value, then no harm can be done if tokens are stolen, which makes tokenization a secure process.
There are several new inventions when it comes to payment processing authentication such as password, PIN, and fingerprint methods. But they are weak so two-factor authentication is increasingly used to improve security.
Biometrics Authentication – like finger print scan, facial recognition, voice recognition, and pulse recognition are set to become increasingly significant. This will increase both security and convenience.
International E-Commerce – It’s important that merchants offer shoppers their preferred local payment method. Merchants who are looking for e-commerce success will need to create an international strategy. Merchants should also consider checking with their payment service providers. Providers know their way around to alternative payment methods.
Cash on the Retreat – Cashless Society? Some countries in Europe are certainly cutting down on the usage of cash. In Sweden, it is now almost impossible to use cash to pay for bus tickets. Acceptable payment methods include customer cards, credit cards, and payments via smartphone apps. Traditional cash-based bakeries no longer exist and instead, now display signs requesting that customers use cashless payment methods for even the smallest amounts. The situation in Denmark is similar; the government is currently debating whether or not to release smaller retailers from the obligation of having to accept cash as a payment method. Cash is on the retreat, and alternative payment methods are advancing. However, cash is still on the list.
Real-Time Payments (Instant Payments) – The European Central Bank (ECB) will bring instant payments strongly in the near future. Instant or real-time payments are a trend which will be with us for a long time to come.
Regulatory Changes – The first Payment Services Directive (PSD) from 2007 is still currently implemented domestically. After a tough two-year negotiation period, the EU has now, finally, agreed on a second payment services directive (PSD2). The European Banking Authority (EBA) is set to develop more detailed guidelines and regulatory standards for various industries. Payment industries should begin preparing themselves now for implementation, doing this will allow them to be ready for the appropriate steps necessary in 2016/2017.
Posted in Best Practices for Merchants, e-commerce & m-commerce, Near Field Communication, Point of Sale, Travel Agency Agents Tagged with: Apple, biometric, credit card, data security, e-commerce, google, merchants, Mobile Payments, Near Field Communication, nfc, payment industry, payment methods, payment options, payment processing, payment service providers, payment services, payment trends, payments, PIN, point of sale, POS, qr codes, real-time payments, Samsung, tokenization
September 29th, 2015 by Elma Jane
There are three contenders competing for dominance in mobile payments.
NFC – or near-field communication, is a contactless data transfer system similar to RFID. When two NFC-enabled devices come into range, you can transfer data from one to the other (such as bringing a phone in range of a credit card terminal).
NFC is found in a lot of phones, especially the flagship devices from Samsung, LG, and Sony. Apple finally jumped into the NFC game in 2014, and Google relaunched its mobile payments service as Android Pay in 2015. Samsung also launched its own app, aptly named Samsung Pay, in 2015.
NFC is a safe method for payments. Sensitive data is stored in a secure element, either built into the SIM card of a phone or placed in a separate chip. In most cases, retailers never actually see your card or bank account data.
QR Codes – or quick-response codes, have the sort of ubiquity that NFC lacks. They work a bit like your standard bar codes, except that instead of relying on one-dimensional analog scanning, they are digital. That means that with a QR code reader app, your smartphone’s camera can be temporarily converted into a scanner. QR codes can embed way more information than your standard bar codes, which gives them the power to do things like open mobile sites, direct you to YouTube Videos, and even enable you to complete mobile payments.
iBeacon – is an Apple-developed technology that uses Bluetooth Low-Energy (BLE, or sometimes also called Bluetooth Smart). Unlike the other two types of technology, it’s really still in the developmental stages. While it can be used for mobile payments, at the moment the biggest application for iBeacon is actually as proximity alert or geo-fence that can go where GPS doesn’t.
It works like this: iBeacon units are set up throughout a building (such as a department store). When someone with an iBeacon-enabled device comes into range of those beacons, they transmit information. Some of the ways this technology could be used would be to transmit mobile coupons or other special offers, to guide customers throughout the store by department, or even to help them find specific items on a shopping list.
NFC devices need to be within 8 inches (though 2 inches is really most effective). iBeacons, on the other hand, have a range of 50 meters, or about 165 feet.
For payments, iBeacons would work nearly the same as NFC: the phone would wirelessly transmit payment information to the terminal or beacon via Bluetooth.
It’s also worth noting that while iBeacons are Apple technology, they are not exclusive to iOS devices. The phone just needs to have Bluetooth Smart and the appropriate app.
Samsung announced its own version of the iBeacon, called Proximity, at its 2014 developer conference in November. it works the same way as iBeacons, but rather than going through an app, Proximity works directly with the phone’s hardware.
Posted in Best Practices for Merchants, Mobile Payments, Mobile Point of Sale, Smartphone Tagged with: Android Pay, Apple, bank, card, credit card terminal, google, iBeacon, LG, Mobile Payments, Near Field Communication, nfc, payments, qr codes, Samsung, Samsung Pay, Sony
May 21st, 2014 by Elma Jane
Mobile credit card processing is way cheaper than traditional point-of-sale (POS) systems. Accepting credit cards using mobile devices is stressful, not to mention a hassle to set up and customers would never dare compromise security by saving or swiping their credit cards on a mobile device. Some of the many myths surrounding mobile payments, which allow merchants to process credit card payments using smartphones and tablets. Merchants process payments using a physical credit card reader attached to a mobile device or by scanning previously stored credit card information from a mobile app, as is the case with mobile wallets. Benefits include convenience, a streamlined POS system and access to a breadth of business opportunities based on collected consumer data. Nevertheless, mobile payments as a whole remains a hotly debated topic among retailers, customers and industry experts alike.
Although mobile payment adoption has been slow, consumers are steadily shifting their preferences as an increasing number of merchants implement mobile payment technologies (made easier and more accessible by major mobile payment players such as Square and PayPal). To stay competitive, it’s more important than ever for small businesses to stay current and understand where mobile payment technology is heading.
If you’re considering adopting mobile payments or are simply curious about the technology, here are mobile payment myths that you may have heard, but are completely untrue.
All rates are conveniently the same. Thanks to the marketing of big players like Square and PayPal – which are not actually credit card processors, but aggregators rates can vary widely and significantly. For instance, consider that the average debit rate is 1.35 percent. Square’s is 2.75 percent and PayPal Here’s is 2.7 percent, so customers will have to pay an additional 1.41 percent and 1.35 percent, respectively, using these two services. Some cards also get charged well over 4 percent, such as foreign rewards cards. These companies profit & mobile customers lose. Always read the fine print.
Credit card information is stored on my mobile device after a transaction. Good mobile developers do not store any critical information on the device. That information should only be transferred through an encrypted, secure handshake between the application and the processor. No information should be stored or left hanging around following the transaction.
I already have a POS system – the hassle isn’t worth it. Mobile payments offer more flexibility to reach the customer than ever before. No longer are sales people tied to a cash register and counters to finish the sale. That flexibility can mean the difference between revenue and a lost sale. Mobile payments also have the latest technology to track sales, log revenue, fight chargebacks, and analyze performance quickly and easily.
If we build it, they will come. Many wallet providers believe that if you simply build a new mobile payment method into the phones, consumers will adopt it as their new wallet. This includes proponents of NFC technology, QR codes, Bluetooth and other technologies, but given very few merchants have the POS systems to accept these new types of technologies, consumers have not adopted. Currently, only 6.6 percent of merchants can accept NFC, and even less for QR codes or BLE technology, hence the extremely slow adoption rate. Simply put, the new solutions are NOT convenient, and do not replace consumers’ existing wallets, not even close.
It raises the risk of fraud. Fraud’s always a concern. However, since data isn’t stored on the device for Square and others, the data is stored on their servers, the risk is lessened. For example, there’s no need for you to fear one of your employees walking out with your tablet and downloading all of your customers’ info from the tablet. There’s also no heightened fraud risk for data loss if a tablet or mobile device is ever sold.
Mobile processing apps are error-free. Data corruption glitches do happen on wireless mobile devices. A merchant using mobile credit card processing apps needs to be more diligent to review their mobile processing transactions. Mobile technology is fantastic when it works.
Mobile wallets are about to happen. They aren’t about to happen, especially in developed markets like the U.S. It took 60 years to put in the banking infrastructure we have today and it will take years for mobile wallets to achieve critical mass here.
Setup is difficult and complicated. Setting up usually just involves downloading the vendor’s app and following the necessary steps to get the hardware and software up and running. The beauty of modern payment solutions is that like most mobile apps, they are built to be user-friendly and intuitive so merchants would have little trouble setting them up. Most mobile payment providers offer customer support as well, so you can always give them a call in the unlikely event that you have trouble setting up the system.
The biggest business opportunity in the mobile payments space is in developed markets. While most investments and activity in the Mobile Point of Sale space take place today in developed markets (North America and Western Europe), the largest opportunity is actually in emerging markets where most merchants are informal and by definition can’t get a merchant account to accept card payments. Credit and debit card penetration is higher in developed markets, but informal merchants account for the majority of payments volume in emerging markets and all those transactions are conducted in cash today.
Wireless devices are unreliable. Reliability is very often brought up as I think many businesses are wary of fully wireless setups. I think this is partly justified, but very easily mitigated, for example with a separate Wi-Fi network solely for point of sale and payments. With the right device, network equipment, software and card processor, reliability shouldn’t be an issue.
Posted in Best Practices for Merchants, Mobile Payments, Mobile Point of Sale, Smartphone Tagged with: (POS) systems, aggregators rates, apps, BLE technology, bluetooth, card, card processor, card reader, cash, cash register, chargebacks, consumer data, credit, credit card payments, credit card processing, credit card processors, credit card reader, credit-card, customer support, data, data loss, debit card, debit rate, device, fraud, fraud risk, hardware, industry experts, merchant account, Merchant's, mobile, mobile app, mobile credit card processing, Mobile Devices, Mobile Payments, mobile point of sale, Mobile processing apps, mobile processing transactions, mobile technology, mobile wallets, network, network equipment, nfc, nfc technology, payment solutions, payment technology, PayPal, phones, point of sale, qr codes, retailers, rewards cards, Security, Smartphones, software, Square, tablet, tablets, vendor's app, wallet providers, Wi-Fi network, wireless mobile, wireless mobile devices
April 11th, 2014 by Elma Jane
A new standard that uses Host Card Emulation (HCE) was introduced by VISA to enable financial institutions to securely host Visa accounts in the cloud. Visa’s move to support HCE includes tools and services as well as the standard. It is available now and will include support for QR codes and in-app payments in the future.
With this new service and platform that Visa is developing, it will enable clients and partners to issue Visa accounts digitally in the cloud, on secure elements in smartphones, or linked to a digital wallet. The solution will also enable the issuance of payment tokens that will replace the 16-digit payment account number and can be limited for use with a specific device, merchant or payment channel.
Layers of security will deploy by Visa to protect payment accounts in the cloud, including at the Visa network, application and hardware levels. Device fingerprinting technology, one-time use data, payment tokens and real-time transaction analysis will make up a multi-layered defense against unauthorized account access for their services.
Visa has intensified its Visa PayWave contactless payment application and is introducing a new implementation guidelines, program approval process standard and requirements for their standards.
Visa is also developing a tool, its software development kit (SDK) to support clients who wish to develop their own cloud-based payment applications or want to enhance their existing mobile banking applications with Visa PayWave functionality.
HCE is introduced to make it easier for developers to create NFC applications like mobile payments, loyalty programs, transit passes, and other custom services. Visa’s move to enable NFC payments with Android devices is welcome news and will guide the way for the payments industry.
Clients and partners around the globe are continuously looking for cost efficient, flexible and secure ways to enable mobile payments. The Android HCE feature provides with a platform to evolve the Visa PayWave standard, support the development of secure, cloud-based mobile applications, while at the same time offer greater choice.
Posted in Best Practices for Merchants, Credit card Processing, Credit Card Security, Electronic Payments, Financial Services, Merchant Services Account, Mobile Payments, Mobile Point of Sale, Near Field Communication, Smartphone Tagged with: accounts, android devices, approval, cloud, cloud-based mobile applications, contactless payment, device fingerprinting, Digital Wallet, digitally, financial institutions, HCE, host card emulation, in-app, mobile banking, nfc, payment account number, payment channel, payment tokens, payments, qr codes, real-time transaction, secure elements, securely, Smartphones, unauthorized, visa, visa network
March 3rd, 2014 by Elma Jane
A solution for mobile commerce will be needed eventually, whether you’re an ecommerce merchant or you run a brick-and-mortar shop.
There are mobile payment platforms for digital wallets, smartphone apps with card-reader attachments, and services that provide alternative billing options. Here is a list of mobile payment solutions.
Boku enables your customers to charge their purchases directly to their mobile bill using just their mobile number. No credit card information, bank accounts or registration required. The Boku payment option can be added to a website, mobile site, or app. Price: Contact Boku for pricing.
Intuit GoPayment is a mobile credit card processing app from Intuit. It accepts all credit cards and can record cash or check payments. Intuit GoPayment transactions sync with QuickBooks and Intuit point-of-sale products. Intuit GoPayment works with iOS and Android devices and provides a free reader. Price: $12.95 per month and 1.75 percent per swipe, or 2.75 percent per swipe and 3.75 per keyed transaction.
iPayment MobilePay is a mobile payment solution from Flagship Merchant Services and ROAMpay. The service accepts all major cards and can record cash transactions. To help build your customer database, the app completes customer address fields for published landlines. The app can handle taxes, tips, and can record transactions offline. You can use the service month-to-month. The app and the reader are free. Price: $7.95 per month; Each transaction costs $0.19 plus a swipe fee maximum of 1.58 percent, or a key fee between 1.36 and 2.56 percent.
ISIS mobile commerce platform enables brick-and-mortar stores to collect payments (via an NFC terminal) from the mobile devices of their customers. Provide your customers with a simplified checkout process through the contactless transmission of payments, offers, and loyalty integrated in one simple tap. Price: Isis does not charge for payment transactions in the Isis Mobile Wallet. Payment transaction fees will not be increased by working with Isis.
LevelUp is mobile payment system that uses QR codes on smartphones to process transactions. Use LevelUp with a scanner through your POS system, or use a standalone scanner with a mobile device. You can also enter the transaction through the LevelUp Merchant App, using your smartphone’s camera to read the customer’s QR Code and entering the amount to complete the transaction. LevelUp also provides tools to utilize customer data. Price: LevelUp charges a 2 percent per transaction fee. Scanner is $50; tablet is $200.
MCX is a mobile application in development by a group of large retail merchants. Details on the solution are vague, but MCX is intended to offer a customizable platform that will be available through virtually any smartphone. MCX’s owner-members include a list of merchants in the big-box, convenience, drug, fuel, grocery, quick- and full-service dining, specialty-retail, and travel categories. Price: To be determined.
mPowa is a mobile payment app to process credit and debit card transactions, and record cash and check sales. mPowa will soon launch its PowaPIN chip and PIN reader for the EMV (“Europay, MasterCard, and Visa”) card standard. (Developed in Europe, EMV utilizes a chip embedded in a credit card, rather than a magnetic strip.) The EMV standard is likely to gain footing to combat credit card fraud. mPowa is a good solution for merchants with a global presence. Price: 2.95 percent per transactions, or .25 percent or $0.40 per transaction when used as a current processor’s point-of-sale system.
PayAnywhere is a solution to accept payments from your smartphone or tablet with a reader. It features an automatic tax calculation based on your current location, discounts and tips, inventories with product images and data, and more. Bilingual for English and Spanish users. PayAnywhere provides a free credit card reader and free app, available for iOS and Android. Price: 2.69 percent per swipe, 3.49 percent plus $0.19 per keyed transaction.
PayPal Here gives you a variety of options for accepting payments, including credit cards, PayPal, check, record cash payments, or invoice. With PayPal Here, you can itemize sales totals, calculate tax, offer discounts, accept tips, and manage payment email notifications. Available for iOS and Android. The app and reader are free. Price: 2.75 percent per swipe and 3.5 percent plus $0.15 per manually-entered transaction.
Square is a simple approach to mobile credit card processing. Square provides a free point of sale app and a free credit card reader for iPhones and iPads. Square offers a selection of tools to track sales, taxes, top-purchasing customers, and more. Square’s pricing is on the higher end, but with no monthly fee Square may be a good fit if you have infrequent mobile transactions. Price: 2.75 percent per swipe and 3.5 percent plus $0.15 per manually-entered transaction.
Posted in Credit card Processing, Credit Card Reader Terminal, Credit Card Security, Digital Wallet Privacy, e-commerce & m-commerce, Electronic Check Services, Electronic Payments, EMV EuroPay MasterCard Visa, Financial Services, Internet Payment Gateway, Mail Order Telephone Order, Mobile Payments, Mobile Point of Sale, Near Field Communication, Point of Sale, Small Business Improvement, Smartphone, Visa MasterCard American Express Tagged with: accepts all credit cards, alternative billing, Android, bank accounts, brick and mortar, check payments, contactless transmission, credit and debit transactions, credit card reader, credit-card, database, Digital wallets, ecommerce merchant, EMV, free app, iOS, itemize, keyed transaction, mobile commerce, mobile credit card processing, mobile payment platforms, mobile site, mobile transactions, nfc terminal, point of sale, process transactions, qr codes, record transactions offline, smartphone apps card-reader attachments, transactions
January 9th, 2014 by Elma Jane
Notably after the Japanese tsunami…the Hungarian Red Cross has used mobile technology to raise funds for disaster relief, but for the first time has enlisted social media in the process. The organization is running a Facebook campaign that lets smartphone users make instant donations to aid victims of Typhoon Haiyan in the Philippines.
The donations will pass through the MasterCard Mobile app that was developed by the Hungarian m-payments firm Cellum. The solution relies on QR codes. The method is available only in Hungary.
Process works like this:
Download the MasterCard Mobile app to your smartphone and register your bank card, then follow the steps to secure your personal data.
To donate, scan the QR code shared on Facebook with the built-in scanner of MasterCard Mobile. Transaction data are displayed on the screen to ensure the donation goes to the chosen cause.
The QR code contains a minimum sum, which can be increased.
Then press the send button to review and confirm transaction data.
The app then initiates the transaction, which you need to authorize by entering your mPIN.
You will receive feedback on the successful transaction, which can later be viewed in the transactions menu.
The donations will pass through Cellum’s system and quickly go to the Hungarian Red Cross’ account, which is dedicated to typhoon relief efforts.
Donations are a matter of impulse and that people who decide to give want to act quickly, chances are they don’t carry around a pen to put down a 24-digit bank account number on a piece of paper. By the time they get home and visit their online bank where they could transfer the money, they have already been distracted by a hundred other stimuli, so they end up sending nothing. Cellum’s solution is simple; whenever the impulse hits people, they probably have their phone at hand said Cellum spokesman Balazs Inotay.
Posted in e-commerce & m-commerce, Internet Payment Gateway, Medical Healthcare, Smartphone Tagged with: account number, authorize, confirm transaction data, Facebook, m-payments, MasterCard, mobile app, mobile technology, personal data, phone, PIN, process, qr codes, Red Cross, scanner, secure, smartphone, social media, solution, successful transaction, transfer
October 28th, 2013 by Elma Jane
With banks and shops starting to let customers pay by tapping their smart phones on terminals in stores, the future of plastic credit cards is looking shaky.
MasterCard, which has teamed with Coles and CommBank on these ventures, yesterday said Australians were rapidly embracing contactless payments using PayPass and rival Visa’s payWave. At Coles, six out of 10 MasterCard and Visa payments were contactless.
MasterCard head of market development and innovation for Australasia said three out of 10 MasterCard terminal payments were contactless and there were now more than 175,000 terminals nationwide that could accept them. More than 10 million MasterCards in Australia could make contactless payments.
An EMV (Europay, MasterCard and Visa) standard meant all terminals were capable of handling different brands of contactless payments.
The first stage of the contactless payments or “tap and go” revolution began with Visa payWave and MasterCard PayPass in Australia and the first institution to make contactless payments available locally was the Commonwealth Bank in 2006.
The next stage is to use smartphones rather than just plastic cards for contactless payments. Customers still use their Visa and MasterCard accounts, but the transaction is effected using a Near Field Communication sticker placed on the back of the phone, or an embedded, secure NFC element inside modern Android smartphones.
In Europe, NFC-enabled watches, wristbands, key rings and fobs also were being used for contactless payments and there was no reason this couldn’t happen here.
Visa said it had made a “significant investment” in a mobile NFC ecosystem.
“Visa is working closely with partners like Samsung, Vodafone and Optus on a range of mobile payment solutions that use the secure element and prepaid SIM models.”
CommBank, which previously enabled contactless payments from an iPhone housed in a special case, last week said it would let customers pay directly from their Apple phone using an NFC sticker, and from newer Android phones with embedded secure NFC technology.
The new facility, to be rolled out in the current financial year, is part of a revamp of the bank’s smartphones apps.
Coles said contactless payments had increased in the past year by more than 70 per cent while CommBank’s volume of contactless payments had increased six fold in 12 months. Westpac said it was piloting an Android mobile contactless payment application and was also investigating smartwatch payments.
“We also believe that the next big trend after the rise of mobiles and NFC in Australia will be mobile checkouts, where shoppers purchase products and have them delivered within two or three clicks,” a spokeswoman said, and the moves were “as big a market shift as we’ve ever seen”.
Coles also announced a trial of its own contactless payments technology using NFC stickers. Funds would be drawn from Coles Rewards MasterCards. Some 5000 mobile phone tags would be issued in a trial.
ANZ said it was continuing its trial of a mobile wallet for Android phones begun last year, ahead of making the solution available to customers.
“Our NFC pilot with Samsung and Optus is tracking well and we’re also investigating other payment options such as QR codes,” an ANZ spokesman said.
“Given the fragmentation of the market, we will continue to monitor developments before finalising how we will bring a viable mobile wallet solution for our customers to market.”
St George Bank chief information officer said his bank planned to have a contactless phone payments solution in the market “sometime in 2014”.
The bank has previously been reported to be looking at payments via the Pebble and Samsung smart watches.
National Australia Bank, which unveiled its peer-to-peer payments app, NAB Flik, last month, said it was watching how the contactless payments market developed with “less focus on being first to market and more focus on being best in market.”
The Australian reported last month that Apple and PayPal were exploring an alternative to NFC-enabled contactless payments called iBeacons. When you pass close to a store in a shopping centre, a beacon will detect your phone’s presence and automatically alert you to signature items for sale and specials, or offer other information to lure you inside, and process payments.
CommBank last week told The Australian it was looking at iBeacons technology.
Posted in Credit card Processing, Electronic Payments, EMV EuroPay MasterCard Visa, Near Field Communication, Visa MasterCard American Express Tagged with: accounts, Android, banks, checkouts, contactless, embedded, EMV, EuroPay, fobs, Iphone, MasterCard, mobile, mobile wallet, Near Field Communication, nfc, optus, payments, paypass, paywave, phone, plastic credit cards, prepaid, process payments, qr codes, Samsung, secure, shops, sim, smart phones, Smartphones, smartwatch, sticker, store's, Tags, tap and go, tapping, terminal, terminals, transaction, visa's, vodafone
September 30th, 2013 by Elma Jane
Future of Marketing Lies in Mobile Payments…Why?
Marketing and payments might seem like strange bedfellows to the average retailer, but in fact, they are converging rapidly to bring more value to consumers and merchants alike. Here are 10 reasons why the future of marketing is inextricably linked to payments innovation:
1. Cross-Platform Acceptance
Better yet, these targeted offers can be acquired and redeemed through different mediums…online, offline and mobile…and utilized interchangeably. This makes life easier on the consumer and thus makes them more likely to engage with new loyalty and rewards programs. Moreover, as the Internet and mobile solutions continue to merge, the digital “wallets” that many of us use online today (think PayPal) are, logically, moving to our phones. When these payment and marketing applications are accessible from the same device, customers can seamlessly receive pertinent offers and pay for goods at the same time in the same place. Other apps will give consumers the ability to shop in one medium and buy in another, simplifying omni-channel marketing to affect commerce across all channels. This kind of convenience and value is a win for both customer and merchant.
2. Loyalty and Rewards get Simpler
The reality is that it’s much easier to issue and redeem loyalty rewards, gift cards and discounts when they are integrated into the POS experience and don’t require customers or merchants to alter the existing in-store purchase or checkout stream. You can see these simplified applications already in practice at chains like Starbucks, as well as independent merchants that use systems like LevelUp.
3. Merchant adoption
The payment technologies that succeed will be the ones that are ultimately adopted by merchants, which in turn will lead to consumer usage. Key technologies that will likely facilitate widespread adoption of mobile payments…either proactively because merchants want to see what they can offer them, or passively as they upgrade devices…include:
EMV (chip and pin), which will force merchants to update their POS systems, likely catalyzing them to update all points of interaction.
NFC – Cloud Computing – Geofencing – QR Codes and even Basic Bar Codes
4. More Value for Consumers
And for consumers, the convergence of payments and marketing should deliver highly valuable deals, offers, comparisons information and more, ultimately providing drastic improvement of the buying and shopping experience.
5. More Value for Merchants
So what does this value look like? For merchants, the convergence of payments and marketing should bring in new customers, increase sales from existing customers, and provide more customer data. It should also create a more streamlined multi-channel experience so consumers have little barrier to adoption.
6. No Single Technology will Win
These new technologies introduce an interesting question: What should merchants do to prepare for this brave new world where payments and marketing collide? For one, merchants should avoid betting on any one technology. In fact, the POS needs to morph into something a little more complex, becoming instead a POI, where a broad variety of payment types, loyalty programs, coupons and more can be redeemed. Merchants should be in a position to choose what types of payment they want to accept and in what medium, and not be limited to fixed payment tenders.
When the convergence of marketing and payments will happen
The increasing adoption of mobile payments by merchants and consumers, when combined with new POS environments, will jump-start the convergence of marketing and payments. However, we’re still in the early stages.
Mobile commerce technologies are widespread but still working to gain traction from consumers en masse. Additionally, merchants haven’t yet felt the need to upgrade their POS systems to accept mobile payments
However, the October 2015 EMV Liability Shift, a date set by Visa and MasterCard for certain charge-back liabilities to fall to the merchant unless they have upgraded to EMV-capable POS systems, is likely to push merchants to upgrade their systems.
Once merchants begin to upgrade these POS systems, the smart ones will take the opportunity to add more features and functionality to the systems, including the ability to accept payment…and marketing-driven solutions from mobile handsets. That’s when we’ll see the value of two-way communication between merchants and consumers dramatically change the shopping experience and bring payments into the marketing mix.
7. Smartphone Adoption is Speeding Up
Consumers’ mobile phones are already equipped to deliver highly valuable offers, and adoption is increasing at a rapid pace. Smartphones bring with them new app technologies that include not only mobile payments but also loyalty and rewards programs that are designed to drive preference for stores, good and services.
8. Targeted Offers and Single-Use Applications
Of course, these solutions are still in their infancy. Elegant single-use applications, such as mobile wallets and gift cards, will soon grow to provide highly targeted offers that take into account everything from shopping preferences to location, providing incentives as a customer walks the aisle of a store. Just about every player in the payments ecosystem is thinking about these new commerce technologies. The winners will be those that demonstrate clear value for both the merchants and customers.
9. The “POS” is now a “POI”
A point-of-sale (POS) solution used to be a place where goods were purchased and money traded hands. Usually, this took the form of a cash register or credit card machine. Though these still exist, a wave of new value-added marketing services, such as targeted offers, discounts and highly valuable loyalty applications, have led to the transformation of the POS into a point-of-interaction (POI), a place where consumers and merchants meet to exchange value for value.
10. Two-way communication
When embedded in smartphones, new technologies…like near-field communication (NFC), QR codes, geofencing and cloud authentication solutions…allow for two-way communication between the consumer and the POS solution, enabling merchants to deliver coupons and offers directly to customers’ mobile phones through targeted integrated programs.
Posted in Digital Wallet Privacy, e-commerce & m-commerce, Mobile Payments, Mobile Point of Sale, Smartphone Tagged with: bar codes, cloud, device, EMV, handsets, innovation, loyalty, marketing, merchants, mobile, nfc, offline, omni-channel, online, payments, PayPal, phones, POI, point of interaction, POS, qr codes, rewards
